Pop-ups are a great way to increase conversions and leads. But these pop-up elements can just as easily drive visitors away from a site if they're not used in the right way. Informational pop-ups, promotional pop-ups, newsletter subscription pop-ups... In addition to the various tools available to create dynamic windows, there are a few basic rules to adopt to capture attention and encourage web users to leave their contact details.
What is a pop-up?
A pop-up is an intrusive window that opens on top of the main navigation tab. It is programmed to appear on certain pages of the site, and even at certain times during navigation (beginning, middle or end of page).
Pop-ups encourage Internet users to take action by registering their contact details - usually a first and/or last name and an e-mail address - in a registration form. In exchange for agreeing to receive information from the site owner, the pop-up offers free content: e-book, webinar, promotional code, newsletter...
Dynamic windows allow the visitor to move through the site. The visitor becomes a lead, then a prospect and finally a customer. A website can contain several pop-ups with different lead magnets (written or video content offered in return for contact details).
Pop-ups should therefore be strategically placed on carefully crafted pages whose aim is to convert. It's then possible to create visually pleasing pop-ups that arouse keen interest in the surfer, the complete opposite of annoying flashing commercial banners.
Four tools for creating pop-up windows
There are numerous solutions available to support the creation of pop-up windows. The choice will depend in part on the site's management system: Wordpress, SaaS solutions or other CMS.
1. Elementor Popup Builder
The Elementor Popup Builder plugin is used on Wordpress websites via the Elementor page builder. Numerous customization features are available: format, color, locations and other advanced settings are accessible under Elementor Pro.
Another Wordpress extension is available under the name Popup Builder. Free to use without using Elementor, it's easy to use and lets you create a range of dynamic windows that are 100% customizable. Regularly updated, the Popup Builder extension is compatible with the most popular plugins: WooCommerce, MailChimp, Divi, Contact Form, WPML, Polylang...
2. Lunar Popup
It's a free tool offering some thirty customizable templates. Lunar Popup pop-up windows are created in HTML/CSS. Once Bootstrap has been included, libraries can be added to the site code. Then simply copy the markup from the template collections.
3. Sumo
On Wordpress or Shopify, Sumo (formerly SumoMe) is an email capture tool with a free version offering a wide range of possibilities. Particularly interesting for ecommerce businesses, Sumo can be used to generate discreet notification bars and relevant pop-ups, thanks in particular to its scrollbox function, which makes the registration form appear at the end of the reading.
4. OptinMonster
A stand-alone solution, the OptinMonster SaaS platform is compatible with most management systems: Wordpress, Drupal, Joomla, Magento, Shopify... OptinMonster is a pay-as-you-go tool, but offers a low-cost subscription at a very attractive monthly rate, given the wide range of features available. Lightbox pop-up window, full-screen welcome mat, sliding scroll box, floating bar, countdown timer... The various options generated by OptinMonster improve conversions and reduce shopping cart abandonment.
Some basic rules for designing an effective dynamic window
Not all pop-ups serve the same purpose: information, notification of an update, current special offer, upcoming promotion, newsletter subscription... However, certain common criteria are essential to the creation of attractive and effective windows, namely :
- A lead magnet that responds precisely to the target's problem, in line with the need expressed throughout the landing page.
- Attractive visuals in line with the graphic charter to attract the web user's attention in a fluid and pleasant way.
- A concise message with a clearly identifiable benefit for the visitor
- A simple form with a minimum number of fields to fill in and a well-defined call-to-action button
- Appear at the right moment thanks to advanced trigger settings
- A button to close the pop-up window for users who wish to decline registration
- Only one dynamic window per page and no more than three pop-ups per browsing session